Health campaigns
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Americans have been faced in recent years with any number of health hazards, hazards identified by the government and the medical establishment alike as life-threatening, and hazards then subject to health campaigns intended to inform the people of the nature of the problem and to change behaviors so as to reduce the risk, reduce the incidence of the disease or health problems associated with the risk, and counter other messages from advertising and elsewhere in society that push people toward behaviors which lead to poor health. Among the health campaigns that have been undertaken and that have become major issues with television and other advertising are the issues of smoking, drinking, unsafe sexual activity, behaviors contributing to heart disease, and overall fitness through exercise. How effective these campaigns are depends on the message sent, the ability people have to change their behaviors, and the degree to which they come to accept the message of the health campaign. An examination of the issue shows the different facets of media health campaigns, types of campaigns that have been waged, their efficacy, and the reasons for their effectiveness or lack of it. Smith (1991) delves into one of the pressing problems of our time--how to change harmful behavior to good behavior. Massive amounts of money are spent each year in trying to change harmful behavior to good behavior. In describing these efforts, Smith (1991) suggested that
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es for the creation of media health campaigns in order to integrate effective health communication into programs that are designed to change behavior. This model is similar to the one used by educators and commercial marketers for advertising campaigns. However, where other models select and describe target audiences prior to setting communications objectives, the CDC framework sets the communication objectives before the target audiences are identified, profiled, and selected. The reason for this is first because the overall program's behavior change objectives must be stated prior to the setting of communication objectives in order to guide the communication strategy development; second because a consumer orientation demands that the target audience's current beliefs, attitudes, and behavior be understood prior to setting communication objectives; and third, communication objectives must be consistent with the channels available to reach the selected target audience, requiring prior information about the information and entertainment habits of that audience (Donovan, 1995, 215).
EFFECTIVENESS
Since most of these campaigns are designed to change behavior and to make an appeal that will persuade the audience to alter current
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Some common words found in the essay are:
Lee Gilpin, PRO CON, Angeles County, INTRODUCTION Americans, BEHAVIOR Smith, Duerr Quinn, Dorfman Wallack, Health Services, ABSTRACT Numerous, Quitting Percent, public health, health promotion, health campaigns, health officials, change behavior, media campaigns, smith 1991, public health reports, communication objectives, health reports, cigarette advertising, dorfman wallack 1993, prior setting communication, setting communication objectives, department health services,
Approximate Word count = 2768
Approximate Pages = 11 (250 words per page)
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